LinkedIn Ads for Demand Gen Managers: Advanced Tactics
Go beyond basic lead gen and build sustainable pipeline
Demand gen is different from lead gen. You're building interest, not just capturing it. Here's how to use LinkedIn strategically.
Demand gen vs. lead gen:
Lead gen - capture existing demand
Demand gen - create new demand
Lead gen - bottom of funnel
Demand gen - full funnel
Lead gen - quick conversions
Demand gen - long nurture
Full-funnel approach:
Top - awareness and education
Middle - consideration and comparison
Bottom - decision and conversion
Use LinkedIn at every stage
Creating demand on LinkedIn:
Educate on problems people don't know they have
Introduce new ways of thinking
Challenge status quo
Build thought leadership
Tell compelling stories
Content for demand gen:
Original research that reveals problems
New frameworks or methodologies
Industry trend analysis
Provocative perspectives
Category-defining content
Nurture campaigns:
Multi-touch sequences
Content progression (broad to specific)
Retargeting at each stage
Email + LinkedIn coordination
Time-based triggers
Measuring demand gen:
Pipeline created (not just MQLs)
Time to opportunity
Influenced pipeline
Content engagement
Brand lift
Market awareness
Budget for demand gen:
Higher upfront investment
Longer payback periods
Focus on LTV, not just CAC
Allocate to full funnel
Patient capital required
Advanced targeting:
Account-based plays
Intent data integration
Lookalike audiences
Engagement-based retargeting
Cross-channel orchestration
Content syndication:
Use LinkedIn to promote gated assets
Build email lists
Nurture through automation
Score engagement
Pass to sales when hot
Thought leadership strategy:
Executive visibility campaigns
POV pieces and manifestos
Industry predictions
Challenge conventional wisdom
Build expert brand
Metrics that matter:
Pipeline influenced
Content engagement rates
Time in funnel
Conversion rate by stage
Share of voice in market
Testing for demand gen:
Message positioning tests
Content format tests
Audience segment tests
Funnel path tests
Timing and frequency tests
Demand gen challenges:
Proving ROI takes time
Attribution is complex
Stakeholders want quick wins
Budget pressure is constant
Long sales cycles test patience
Demand gen advantages:
Builds sustainable pipeline
Creates competitive moat
Commands premium pricing
Shortens sales cycles eventually
Builds brand asset
Tools for demand gen:
LinkedIn + automation platform
Intent data providers
Content analytics
ABM platforms
Multi-touch attribution
Stirling accelerates demand gen by helping you create the educational, thought-leadership content that builds awareness. Generate ad variations for each funnel stage and maintain consistent messaging throughout the journey.
Demand gen is strategic. It requires patience, sophistication, and full-funnel thinking. But it builds pipeline that lasts.
